In an industry built on vision, detail, and innovation, too many architecture firms, interior designers, and product manufacturers are still treating branding and marketing like an afterthought. But the companies that rise above the noise? They treat them like core business infrastructure.
To unpack what makes the difference, we sat down with UpSpring’s very own CEO and co-founder, Tiffany Rafii, to talk about what it really takes to grow in the A&D industry. From identifying common blind spots to developing marketing strategies that actually move the needle, Tiffany doesn’t sugarcoat what it takes to succeed in today’s competitive landscape.
If you're trying to win more RFPs, stand out to specifiers, or stop blending in with your competitors, this is the conversation you’ve been waiting for.
To understand where the industry is now, it helps to look at how far it’s come. Tiffany kicked things off with a big-picture view of how marketing and PR have evolved since UpSpring first opened its doors.
Brittany Lloyd: UpSpring just hit its 16-year mark! How has the role of marketing and PR evolved for A&D brands since you started the agency?
Tiffany Rafii: When we started in 2009, design and architecture weren’t part of the mainstream conversation the way they are today. We’ve seen an incredible shift over the years, and I’d like to think we’ve helped drive some of that evolution.
Historically, the industry has lagged behind consumer brands in marketing and branding. But more architecture firms and product manufacturers are realizing the importance of investing in PR, elevating their visual identity, and approaching marketing strategically. At UpSpring, we’ve always focused on thought leadership and education—and it’s been amazing to see the industry begin to embrace that direction.
Even with that evolution, many brands still treat marketing as optional or a lesser priority to client work—which can quietly stifle growth before it even starts. Tiffany explained how that mindset shows up across the industry.
Brittany Lloyd: In your experience, what are some of the most common ways brands unintentionally stall their own growth?
Tiffany Rafii: One of the biggest things we see is brands treating marketing, PR, and branding as luxury add-ons rather than necessities. Even for brands that are heavily relationship-driven, times are changing. If your brand identity and marketing infrastructure aren’t solid, you’re going to fall behind.
A lot of marketing directors are fighting for budget, and unfortunately, marketing is often the last thing added to a budget—and the first thing cut. But the companies that continue to invest—especially in challenging markets—are the ones we see experiencing the most growth.
Brittany Lloyd: So, the mindset shift is a major differentiator?
Tiffany Rafii: Absolutely. Growth-minded companies treat marketing and PR as critical parts of their business operations, not just nice-to-haves. Marketing should be a non-negotiable in your business—just like people, operations, and infrastructure.
So, what does investing in marketing actually look like? It starts with a brand that reflects who you want to be. Before you can grow, your visuals and voice need to match your ambition.
Brittany Lloyd: If you could give one piece of advice to A&D brands looking to break through in the next year, what would it be?
Tiffany Rafii: Make sure your brand looks and feels like the brand you want to be. You only have a millisecond to make an impression—on your website, your social media, or even in an email. That goes for firms and manufacturers. In 2025, there’s just no excuse for your digital presence to fall short.
But a polished brand alone won’t get you where you want to go. Strategy is what turns awareness into action—and too many companies confuse movement with progress.
Brittany Lloyd: What’s the difference between marketing that checks a box and marketing that actually drives business?
Tiffany Rafii: Marketing that checks a box is tactical without being strategic. You’re just “doing” social or PR to keep the lights on. But when you build marketing around your business goals—looking at what competitors are doing, identifying gaps, and crafting a high-level strategy—you create momentum. You’re no longer reacting. You’re leading.
That applies just as much to manufacturers as it does to design firms. You don’t have to outspend—you just have to out-strategize.
One of the most overlooked strategic tools is public relations—not just to get coverage, but to position your brand for where you’re headed next.
Brittany Lloyd: How can a smart PR strategy do more than get brands into the press?
Tiffany Rafii: The most powerful PR strategies are tied to business development goals. It’s not just about what you’ve done—it’s about where you want to go. Want to move into a new sector? Start talking about it.
One of our clients wanted to break into the cruise market, even though they didn’t have any cruise projects yet. So we worked with them to create renderings of what their designs could look like on a ship, and built a story around their vision for the future of that industry.
We pitched that narrative to publications like Insider and outlets in Miami—where cruise conversations happen. That campaign generated new conversations, real RFPs, and gave them traction in a market they hadn’t been in before. That’s PR as a growth tool, not just a press strategy.
Once your positioning is clear, the next step is making sure all your marketing and PR efforts are working together toward a common goal.
Brittany Lloyd: What are some underrated ways integrated marketing and PR can support long-term business development?
Tiffany Rafii: LinkedIn is a big one—specifically, volume and consistency on the platform. People underestimate how many touchpoints are required to build trust in B2B. The higher the price point, the more times someone needs to see your brand. Newsletters, blog posts, PR hits, social content—these aren’t just visibility plays, they’re referral engines and trust-builders. You want to show up repeatedly and from every angle.
Don’t worry about being repetitive. Your audience isn’t seeing every post or every email. So repetition isn’t annoying—it’s necessary.
That visibility becomes even more important as the audience shifts. Today’s specifiers aren’t just younger—they’re smarter, faster, and more digitally driven.
Brittany Lloyd: What trends are you seeing with how A&D brands are trying to reach specifiers?
Tiffany Rafii: The biggest shift is the realization that no marketing effort exists in isolation. A trade show isn’t just a trade show—it should feed into your PR, your emails, your social content. It’s part of a larger ecosystem. If you don’t have a post-show strategy to follow up, promote, repurpose, and build from that moment, you’re leaving opportunities on the table.
And then there’s the shift in who you’re marketing to. A new generation of specifiers is coming up—digitally native, tech-savvy designers who approach sourcing very differently than they did 10 years ago. A lot of manufacturers aren’t adapting to that shift yet, and it’s a missed opportunity.
You need to market to your future clients—not just your current ones.
Tiffany’s message is crystal clear: if you’re not treating branding, marketing, and PR as part of your business development engine, you’re holding your brand back. They’re essential tools for growth, visibility, and long-term success.
Whether you’re a product manufacturer trying to connect with specifiers, an architect targeting larger projects, or a brand trying to grow your influence in a competitive market—what you say, how you look, and where you show up matter more than ever.
At UpSpring, we help architecture, design, and product brands unlock their full potential. From strategy and storytelling to digital campaigns and media relations, we’re here to make sure your brand doesn’t just get seen—but gets results.
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